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M&Ms modernizes classic themes with mobile for anniversary campaign


M&M characters have evolved into the mobile-centric age

Mars' M&M brand is celebrating its anniversary with a bevy of mobile tactics such as live streaming, Q&As, online voting mixed with television ads and retro packaging for a modern take on classic pop culture.

The candy brand is celebrating its 75 anniversary with a variety of mobile and social media offerings, focusing on a new interpretation of the classic song Candy Man with a live debut on periscope and tweets from the iconic Red and Yellow characters. Fans will be able to engaged with interactive content such as download the new song, vote for the newest product and submit questions for musicians Zedd and Aloe Blacc on Twitter. 

"Social and digital media are the centerpiece of our 75th Anniversary campaign as the various platforms that we leverage allow us to seamlessly engage our fans, whether they are in New York or Nebraska, to participate in the celebration with the hashtag #celebratewithm," said Tanya Berman, senior marketing director at M&M’S Brand. "There is literally dozens of activities that will take place in social media throughout the year from the opportunity to download the reimagined Candyman song by Aloe Blacc and Zedd to following the No. 18 M&M’S Camry during NASCAR races especially during the 75th lap, with the hashtag #mms7"

M&M mobile modernization 
M&M is celebrating its brand roots by bringing back its classic packaging and reinventing an old song, many consumers know. The musicians, Zedd and Aloe Bacc have collaborate to recreate the Candy Man, which is now available for download on iTunes and Spotify. 

Followers on Twitter were directed to multiple live streams featuring the artist including one partnership with Buzzfeed, which treated viewers to a live performance of the song. A few videos, which will also air as television spots feature famous M&M characters Red and Yellow, as they attempt to record their version of the song that does not go so well. 

Tweets and posts on various social media pages are shared from the perspective of the characters such as “get my agent on the phone, my music career is about to take off” and “I am obviously a great DJ, but think we can agree that @Zedd can create some pretty good beats.”

A music video is also being shared on YouTube for Candy Man, which shows Mr. Blacc and Zedd having to step in for Red and Yellow’s failed recording attempt, intercut with classic M&M marketing. The video will also air as a television ad. 

 Social media users will also be able to share their insight on which idea should be M&M’s next limited product from choices such as Chili Nut, Honey Nut and Coffee Nut. 

Digital media marketing
JCPenney also coupled social media marketing with television spots to put the focus on its range of quality brands, hoping to change the way consumers think about the retailer and supporting the new Get Your Penney’s Worth promotion (see more). 

Express drummed up excitement for its newest celebrity brand ambassador by dispersing clues, in the form of short clips and photos, on its Snapchat and Instagram accounts, inviting fans to guess the mystery man’s identity (see more).

"The overarching goals for social and digital media are tied to reach and relevance," Ms. Berman said. 

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Brielle Jaekel is staff writer on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at brielle@mobilemarketer.com.

Related content: Social networks, m and m, anniversary, social media, mobile.

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